20061210

N.C.A.A. Psyop

From the New York Times Magazine...DJ Screw! Are you out there? This one's made for you.

By JOEL LOVELL

Published: December 10, 2006

In March, the University of California at Berkeley men’s basketball team played its final home game against the University of Southern California, whose team was led by its star guard, Gabe Pruitt. Pruitt was in the midst of a terrific year for U.S.C., averaging about 17 points a game, and for Cal, as the U.C. Berkeley team is known, the game was a must-win if it was to get a bid to the N.C.A.A. tournament. Cal needed to figure out a way to keep Pruitt from having another monster outing.

The solution to how to neutralize Pruitt came not from a game plan of X’s and O’s but from military-style psychological operations. In the week leading up to the game, members of Cal’s Rally Committee, who earlier obtained Pruitt’s Instant Messenger screen name, created an I.M. account for a fictional U.C.L.A. coed named Victoria. “Victoria” began flirting with Pruitt, sending him photos of herself (pictures of a very attractive woman that the Cal students had taken off the Internet) and telling him that she and her friends wanted to party with him and his teammates back in L.A. after the game against Cal. Pruitt responded in kind, writing, “You look like you have a very fit body” and “Now I want to c u so bad,” and eventually giving her his phone number and agreeing to get together when he returned from the game.

On game day, when Pruitt went to the foul line for the first time, Cal students began chanting: “Victoria! Victoria!” and reciting Pruitt’s phone number. Pruitt, a 79 percent free-throw shooter on the season, missed both shots and had one of his worst games of the year, shooting 3 for 13 from the field. Cal won the game by 11 points and went on to the N.C.A.A. tournament.

After the loss, Pruitt said of the Psyop tactic: “I’ve never seen anything like that, that big. It’s up there.” He then added, “My dad got a kick out of it, but he kind of told me to be careful.”